Global Media Intelligence 2020: Italy

Global Media Intelligence 2020: Italy

Key Features

Time spent with mobile continues to exceed time spent watching live TV in Italy, while smartphones become ubiquitous.

  • Some 97.3% of internet users in Italy ages 16 to 64 owned a smartphone in H1 2020. Interestingly, smartphone ownership surpassed broadcast TV viewing, which stood at 96.4% of internet users, according to GlobalWebIndex polling. This is the first time that any device or media behavior has posted greater reach than broadcast TV in the country.
  • Mobile time already exceeded time spent with TV and continued to do so in H1 2020. Internet users spent a daily average of 2 hours, 22 minutes (2:22) with broadcast TV, a year-over-year (YoY) increase. But average daily mobile time had also jumped to 2:50.
  • The significant gaps between smartphone, tablet, and PC ownership persisted this year. Tablet ownership climbed from 53.9% to 54.4%, but the share owning a desktop or laptop slipped from 76.1% to 75.7%. PCs and tablets still accounted for a larger slice of daily media time, however, at 3:22 on average.

authors

Karin von Abrams

Contributors

Anam Baig
Senior Editor
Joanne DiCamillo
Donte Gibson
Chart Editor
Kathleen Hamblin
Chart Editorial Manager
Dana Hill
Director of Production
Erika Huber
Copy Editor
Magenta Ranero
Senior Chart Editor
Hilary Rengert
VP, Research Strategy
Amanda Silvestri
Senior Copy Editor